ROCKHAMPTON police and medical authorities are highly concerned over the new social media binge-drinking craze #NekNominate.
The new online trend involves the practice of chugging a beer, filming it, and nominating a friend to take part.
The description of the trend on Facebook says: "Neck your drink. Nominate another. Don't break the chain, don't be a d*ck. The social drinking game for social media! #neknominate. Drink Responsible".
Those who choose not to participate break the chain and risk losing their friends' respect.
One disturbing online video shows a girl aged around 20 "necking" more than half a bottle of vodka in one skol.
Sergeant Paul Bennett from Rockhampton's Liquor Enforcement Unit said those participating in the new trend needed to be reminded of the consequences of such behaviours.
"This new fad is a highly dangerous practice," he said. "The National Health Guidelines state that you should have no more than four standard drinks on any one occasion."
A spokesperson from the Local Medical Association also added that binge drinking increased the health risks of alcohol, including both short-term side effects and long-term consequences, and could harm both the drinker and their community.
"The health risks of alcohol are not always at the forefront of people's minds when they drink. Yet alcohol consumption has a range of health and social consequences," he said.
"Evidence of this can be seen in some of the alcohol- fuelled violence in our capital cities."
- Set limits for yourself and stick to them
- Start with non-alcoholic drinks and alternate with alcoholic drinks
- Drink slowly
- Try drinks with a lower alcohol content
- Eat before or while you are drinking
- If you participate in rounds of drinks try to include some non-alcoholic drinks